corporate imagehttp://www.adweek.com/taxonomy/term/12770/all
enNestlé Begins Corporate Image Search as Digital Review Continueshttp://www.adweek.com/news/advertising-branding/nestl-begins-corporate-image-search-digital-review-continues-158055
Andrew McMains<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/unknown_143.jpeg"> <p>
Review-happy Nestl&eacute; is looking for an agency to launch a new corporate image effort, even as it seeks to shrink its digital agency roster.</p>
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The corporate image assignment is for the U.S. and centers around four brands: Gerber baby food, Pure Life water, Outshine frozen fruit bars and Nesquik drinks, sources said. In short, Nestl&eacute; wants to be known less for its chocolates and more for its healthier foods and beverages.</p>
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A request for proposals is circulating among a handful of shops, a company representative confirmed. Media spending on the assignment is estimated at $25 million.</p>
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The digital search&mdash;also for the U.S.&mdash;is much further along, with a decision expected shortly. Nestl&eacute; employs about 20 agencies for digital marketing and wants to trim the list down to maybe a half-dozen.</p>
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An estimate of Nestl&eacute;&rsquo;s total digital spending was not available, but last year in the U.S., the company spent $30 million on display ads alone, according to Kantar Media. All told, Nestl&eacute; spent about $730 million in media last year in the U.S., according to Kantar.</p>
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The current reviews follow media and public relations searches last year. The media review resulted in Nestl&eacute;<a href="http://www.adweek.com/news/advertising-branding/groupms-nestl-win-was-family-affair-148492 " target="_blank"> shifting its planning and buying</a> from Zenith Media to a GroupM team that included executives from MediaCom, MEC, Mindshare and Maxus.</p>
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Nestl&eacute;&#39;s creative roster includes agencies such as JWT, Ogilvy &amp; Mather, Publicis, Leo Burnett, McCann Erickson and FCB.</p>
Advertising & Brandingcorporate imageDigital marketingFCBGerberJwtAndrew McMainsmedia businessNesquikNestléOutshinePublic RelationsPure LifeFri, 30 May 2014 21:20:33 +0000158055 at http://www.adweek.comGoodby Wins Seagate Brand Assignmenthttp://www.adweek.com/news/advertising-branding/goodby-wins-seagate-brand-assignment-152110
Noreen O'Leary<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/seagate.jpg"> <p>
Goodby, Silverstein &amp; Partners has landed an interesting new corporate branding assignment from Seagate Technology, a leader in digital storage.</p>
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Goodby will focus on the company&#39;s overall brand strategy and how that translates into internal and external communications. What makes it interesting is that the assignment does not involve advertising per se.</p>
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That said, the business came after a review in which the San Francisco agency pitched an idea that combined design, digital, animation and advertising, according to GSP co-chair Rich Silverstein. Seagate and the Omnicom Group shop will work together on a project basis through the end of 2014.</p>
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Seagate&#39;s lead creative agency remains Havas Worldwide, San Francisco, which the company <a href="http://www.prweb.com/releases/Havasworldwide/Seagate/prweb10710176.htm" target="_blank">hired </a>in May. Yet another San Francisco shop, e-storm, handles media planning and buying. Havas creates ads that target both consumers and other businesses.</p>
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In recent years Seagate has tried to carve out a <a href="http://bits.blogs.nytimes.com/2008/09/03/seagate-tries-selling-drives-on-tv/" target="_blank">profile with consumers</a>, even running ads on TV, rather than just reaching out to its core business-to-business base.</p>
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In March, the company said it was the <a href="http://www.seagate.com/about/newsroom/press-releases/seagate-celebrates-milestone-two-billion-shipped-master-pr/" target="_blank">first </a>hard-disk drive manufacturer to ship 2 billion hard-disk drives, a huge number fueled by the demand for storage from mobile applications, cloud infrastructures, social media, business applications and other consumer markets. (By contrast, it took Seagate, founded in 1979, 29 years to reach the milestone of shipping 1 billion units.)</p>
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&ldquo;Never before has the storage industry been as important and relevant as it is today,&rdquo; said Seagate CEO Steve Luczo, in a statement. &ldquo;GSP understood that right away, and within a very short time, they were showing us compelling concepts that captured the evolution of the Seagate brand.&rdquo;<br />
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Advertising & BrandingBrand strategycorporate imageGoodby Silverstein & PartnersHavas WorldwideSeagate TechnologyThu, 29 Aug 2013 21:17:57 +0000152110 at http://www.adweek.comUPDATED: Qualcomm Hires Agency for Image Pushhttp://www.adweek.com/news/advertising-branding/updated-qualcomm-hires-agency-image-push-146873
Andrew McMains<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/qualcomm-cmo-anandchandrasekher-hed-2013.jpg"> <p>
Qualcomm has turned to DDB to develop corporate image advertising.</p>
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The San Francisco office of DDB landed the assignment after a pitch in which Ogilvy &amp; Mather was the other finalist, according to sources. Account revenue is estimated at $2 million.</p>
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The assignment encompasses both traditional and digital efforts.</p>
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The hire comes five months after Qualcomm hired a new chief marketing officer&mdash;Anand Chandrasekher, a former general manager at Intel&mdash;and as the company looks to <a href="http://www.fiercewireless.com/story/qualcomms-new-cmo-promises-advertising-push/2012-11-09" target="_blank">raise its brand profile</a>.</p>
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Past ads from the chip maker for mobile phones have focused on individual products. So, from that perspective, DDB&rsquo;s assignment is new.</p>
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The Los Angeles office of Ogilvy has created the product-specific ads for Qualcomm, such as a <a href="http://lbbonline.com/news/ogilvy-introduces-qualcomm-snapdragon/ " target="_blank">TV spot for the Snapdragon processor</a>, and will continue to do so, a source said.</p>
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Past media spending on the brand has fluctuated significantly&mdash;from nearly $20 million in 2010 to less than $2 million in 2011, according to Nielsen. Total spending for the first nine months of 2012 was less than $1 million. Those figures don&rsquo;t include online spending.</p>
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DDB referred calls to the San Diego-based Qualcomm, which confirmed the hire and that Ogilvy remained on the creative roster. A Qualcomm representative declined further comment.</p>
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Advertising & BrandingAnand Chandrasekhercorporate imageDdbOgilvy & MatherQualcommAndrew McMainsWed, 30 Jan 2013 01:14:31 +0000146873 at http://www.adweek.com